DSpace Collection:http://hdl.handle.net/123456789/35652024-03-29T05:07:24Z2024-03-29T05:07:24ZDETERMINATS OF CONSUMER BRAND PREFERENCE IN THE CASES OF LOCAL ASSEMBELED AUTOMOBILEELIAS, NEBIYOUhttp://hdl.handle.net/123456789/76472023-05-23T11:46:05Z2023-01-01T00:00:00ZTitle: DETERMINATS OF CONSUMER BRAND PREFERENCE IN THE CASES OF LOCAL ASSEMBELED AUTOMOBILE
Authors: ELIAS, NEBIYOU
Abstract: This study aims to investigate the determinates of consumer brand preference in the cases of local assembled automobiles. This study tries to answer which automobile brands are more preferred and comparing the local assembled brands with other international and well-known brands. In order to find out the Consumer brand preference of automobile owners, the study considered five factors that affects the Consumer brand preference in the cases of local assembled automobiles. Those are Brand Awareness, Perceived Quality, Price of the Product, Brand Equity and Brand Personality. The research used descriptive research design and primary data was collected using questionnaire. In order to assess the determinates of consumer brand preference in the cases of local assembled automobiles the researcher uses a quantitative research approach technique and take a sample size of 266 was selected by using Non probability sampling technique with respect to convenience sampling technique. Based on the theoretical frame work and objectives of the study 28 items were provided in a 6 major points in Likert scale to the respondents. The analysis revealed that brand awareness and price of a product were the major criteria and have a strong affiliation for selecting automobiles. In addition, the rest three factors those are (brand equity, perceived quality and brand personality) dimensions are also the major influential factor and determinates of consumer brand preference in the cases of local assembled automobile. The study concludes that local assembled automobile are the least preferable brands rather than the well-known and international brands due to a lot of reasons such as lack product quality and brand awareness. Finally, the study recommend that local assembled automobile must provide automobile that are perceived to be high quality, concentrate on creating brand awareness, must improve their product quality, build their brand equity and brand personality.2023-01-01T00:00:00ZASSESSMENT OF RETAIL MARKETING MIX AND RETAIL ENVIRONMENT OF SUPPERMARKETS IN ADDIS ABABAMATHEWOS, MEAZAhttp://hdl.handle.net/123456789/76462023-05-23T11:43:40Z2023-12-01T00:00:00ZTitle: ASSESSMENT OF RETAIL MARKETING MIX AND RETAIL ENVIRONMENT OF SUPPERMARKETS IN ADDIS ABABA
Authors: MATHEWOS, MEAZA
Abstract: The purpose of this study to assess the retail marketing mix and situational factors effect on consumer buying behavior in selected retail supermarkets. Participant consumers who shop at the selected five supermarkets validate a theoretical model, indicating a significant positive relationship between marketing mix variables and consumer purchasing behavior. The retail marketing mix elements examined were product, price, shopping convenience, promotion, store atmosphere, and personnel. More qualitative research approaches were used with explanatory and descriptive research designs than quantitative ones. The data analysis was conducted through descriptive statistics such as mean, mode, standard deviation, frequency, percentile, and comparing mean analysis. The findings show that the retail marketing mix has the greatest influence on consumer purchasing decisions, followed by situational factors and individual characteristics. The study's findings also show that there is a significant difference between supermarket product consumers of various ages, educational backgrounds, and income levels in terms of product, shopping convenience, promotion, price, store atmosphere, and personnel. These findings add to the retail marketing literature and have marketing implications for increasing traffic and sales at selected supermarkets for the Addis Ababa area's targeted population. Retail supermarkets should create a comfortable buying environment, create more influencing and informative promotions, provide up-to-date training to their employees, consider the level of competition, access to transportation, availability of parking, easy accessibility, and long opening hours when deciding on a store location, maintain the right pricing decision, and carry a diverse product assortment in addition with to become a super-specialist.2023-12-01T00:00:00ZTHE EFFECT OF AFTER-SALES SERVICES ON CUSTOMER SATISFACTION IN THE CASE OF ELECTROCOMMERCIAL S.C. SUZUKI CARMELAKU, YOSEPHhttp://hdl.handle.net/123456789/76452023-05-23T11:40:16Z2022-05-01T00:00:00ZTitle: THE EFFECT OF AFTER-SALES SERVICES ON CUSTOMER SATISFACTION IN THE CASE OF ELECTROCOMMERCIAL S.C. SUZUKI CAR
Authors: MELAKU, YOSEPH
Abstract: Offering your customers good after-sales service shows that you want to build a long-term relationship with them, earn their loyalty, and keep their business. The primary goal of this study is to assess and analyze the effect of after-sales services on customer satisfaction with Suzuki cars. Thus, this study evaluates the relationship between after-sales services of Suzuki car and its customer satisfaction and identify the cause-and-effect relationships between after-sales service and customer satisfaction, this research adopted Explanatory research design. For this study, primary data were collected using five-point Likert scale based questionnaire that was constructed considering all the dimensions of after sales-services. Additionally, customer’s perceptions were used to assess Customer Satisfaction. Samples of 90 customers were selected using systematic sampling technique, and 81 customers completed and returned the questioners. The data was analyzed using descriptive statistics (frequency, mean and standard deviation). The statistical methods of analysis included a descriptive statistic for demographic profile, and inferential statics correlation and Regression analysis processed through SPSS version 20. The result of this study shows that, out of five after-sales services dimensions; Warranty, spare parts supply and maintenance service have a positive coefficient and significant impact on customer satisfaction. However, online services and inspection services have a statically insignificant relationship with customer satisfaction. Based on the study's findings, the researcher recommended Suzuki car dealers who provide after-sales services to their customers to focus on their after-sales service and separately recognize and regulate its after-sales service components, as after-sales service is essential for customers to get service after they purchase the product as well as for sellers as a means of customer loyalty, repeat purchase, and profitability.2022-05-01T00:00:00ZTHE EFFECT OF MARKETING STRATEGY ON MARKETING PERFORMANCE FROM EMPLOYEE PERSPETCIVE OF COMMERCIAL BANK OF ETHIOPIASeyfu, Tsiyonhttp://hdl.handle.net/123456789/76442023-05-23T11:37:36Z2022-05-01T00:00:00ZTitle: THE EFFECT OF MARKETING STRATEGY ON MARKETING PERFORMANCE FROM EMPLOYEE PERSPETCIVE OF COMMERCIAL BANK OF ETHIOPIA
Authors: Seyfu, Tsiyon
Abstract: When it comes to marketing strategies, most people spontaneously think about the 4P (Product, Price, Place, and Promotion). Market segmentation and the identification of target markets, however, are an important element of each marketing strategy. To achieve the objectives of this study descriptive survey and explanatory research design was used. With the objective to answer the research questions, questionnaires were administered to target respondents of employees of the Bank that directly involved in formulating & implementing of the marketing strategy. Data was collected through questionnaire from a sample of 300 employees that were selected using simple random sampling method for the employees of CBE. The data collected from the questionnaire were analyzed using SPSS version 26.0 statistical tools such as mean, standard deviation, correlation, and multiple regression analysis. The finding of the study indicates also that employees were most satisfied with the marketing strategy dimension. The results of this study indicate that, marketing strategy dimensions such as (price, product, promotion and place) have positive and significant relationship with market performance. Furthermore, the results also indicate that, unlike place strategy, the three marketing strategy dimensions (price, promotion, and product) have positive and significant effect on market performance. The findings of this study revealed that the variation contributed by the four components of the marketing mix strategy (i.e., product, price, promotion & place strategy) played a considerable contribution towards the market performance of the Bank. Further the researcher concluded that this yields an average or moderate marketing program and financial performance at end.2022-05-01T00:00:00Z